It all reminds me of the software business. The industry is obsessed with touting features while the public is obsessed an entirely different set of criteria: Does it solve my basic problems and is it easy to use? Does it make sense? Do I understand it?

Information foraging theory says that people decide whether to continue along a path (including scrolling path down a page) based on the current content's information scent. In other words, users will scroll below the fold only if the information above it makes them believe the rest of the page will be valuable.